Having the
advancement on technology and internet around the world has given a huge impact
on the communication sector. In Malaysia,
the competition of mobile telecommunication providers is becoming heavier now
and then. Maxis Communication Berhad is one of the top players of mobile
communication provider that keeps sustaining in the business by delivering the
innovation and simplicity for the users.
An analyst points
out that competition now is a different game. The price war is confined to the
growing prepaid segment and in areas where demand was relatively more elastic.
Another issue for cellular industry is that prepaid market segment has a high
churn rate or low brand loyalty. The subscribers often have no doubts switching
between cellular operators, based primarily on pricing and availability.
To increase the
stickiness or loyalty of subscribers and survive in the competitive business
environment, mobile service providers have to set their business and functional
strategies.
Therefore, below
are some recommended functional strategies for Maxis to be applied. Functional
strategy allows Maxis to approach all functional areas to achieve corporate and
business unit objectives and strategy by maximizing resource productivity.
